The Ultimate B2B Demand Generation Playbook: Proven Account-Based Marketing Strategies for SaaS Success

Effective demand generation is crucial for SaaS companies as competition intensifies. As a marketing leader, you understand the need for targeted campaigns that resonate with your ideal customers. B2B demand generation through surveys can help you do just that. This guide is designed to help you achieve your goals, whether it’s impressing your boss, guiding your next meeting, or building a strategy you can rely on. So where do we start? At the basics, of course.

1. A goal-setter makes a go-getter!

Today, we focus on the right steps to execute a specific type of ABM demand-generation campaign: demand-gen surveys. Still, these steps, in a different order, can be applied to almost any campaign you execute.

Make sure to choose the one that fits your objectives best!

• Set SMART goals and measurable KPIs that fit your company’s objectives:

• Choose the best type of campaign to reach your goals effectively. 

2. Research, Research, Research!
   

Research your target market to define your ideal customer profile. Before launching any demand-generation campaign, it's crucial to understand who you should target, where to find them, what defines them, what bothers them, and what connects them. 

• Define Your Ideal Customer Profile (ICP): Create a detailed description of the perfect customer for your SaaS solution. Consider factors such as:

  • Company size and revenue

  • Industry and sector

  • Geographic location

  • Technology stack and pain points

  • Decision-making structure
    

• Build a Target Account List: Based on your ICP and research, create a list of companies that fit your criteria.
  

• Define your Campaign’s Topic: This should be directly tied to the campaign’s objectives. You want to ensure you know exactly what you want to learn from these executives, what relevant questions to ask, and how you can leverage that information. Leverage B2B Market Research: Utilize secondary research methods to gain deeper insights: You can do this by analyzing industry reports, government data, and academic studies

  Design your survey with relevant questions both to you and the respondent, that are clear, and meet the business objective. Check for bias and remove it.3. Test your survey with a small focus group and redesign it if needed.

This is the most important stage in your campaign. Do not rush it.

By finishing, you should have a clear and solid understanding of who is your target persona, what your target account list looks like, and what information you desire to learn specifically from your audience. 

3. Launch & Measure Campaigns Effectively
   

With a solid understanding of your target audience and a strong survey, it's time to craft rocking campaigns:

• Personalization at Scale: Leverage account-based marketing techniques to create highly targeted content and experiences:

  • Develop industry-specific value propositions

  • Use dynamic content in emails and on your website

  • Reference relevant industry trends or challenges

  • Personalize subject lines and email content

  • Use Segmentation: Divide your target audience into smaller groups based on criteria such as:

    1. Industry vertical

    2. Company size

    3. Buying stage

    4. Previous engagement with your brand
       

• Launch Your Outreach campaigns by leveraging different platforms and channels. Be strategic in your messaging and make sure to follow up 
  

Measure the effectiveness of your outreach:

• Tracking and Analytics: 

  • Set up UTM parameters for all links

  • Use marketing automation tools to track engagement

  • Implement closed-loop reporting with your CRM

• Key Metrics to Monitor:

  • Engagement rates (open rates, click-through rates)

  • Conversion rates at each stage of the funnel

  • Number of survey respondents

  • Marketing qualified leads (MQLs) and sales qualified leads (SQLs)
    

4. I’ve done a lot… but is it working?

• Regular Performance Reviews: Conduct weekly reviews of campaign performance, identifying areas for improvement.

• A/B Testing: Continuously test different elements of your campaigns:

  • Email subject lines and content

  • Landing page designs and copy

  • Call-to-action (CTA) buttons and placement

• Feedback Loops: Establish mechanisms to gather feedback from:

  • Sales teams on lead quality

  • Executives on their experience engaging with your survey

  • Internal stakeholders on campaign alignment with overall business goals

    
    

5. Develop Long-Term Relationships: Lead Nurturing in B2B

I know this might seem like a lot of steps so far, but demand generation is a long-term game. Develop a robust nurture strategy to build lasting relationships:

• Lead Nurturing Workflows: Create automated email sequences that provide value and guide leads through the buyer's journey:

  • Educational content for early-stage leads

  • Product-specific information for middle-stage leads

  • Case studies and testimonials for late-stage leads

• Personalized Follow-Ups: Empower your sales team to send personalized, timely follow-ups:

  • Provide email templates and talking points that you gathered from the surveys

  • Encourage the sharing of relevant content or insights to improve their conversations

  • Set up alerts for key engagement activities

• Account-Based Nurturing: For high-value accounts, develop tailored nurture programs:

  • Create account-specific content and experiences

  • Involve executives in relationship-building activities

  • Organize exclusive events or workshops for target accounts

• Community Building: Foster connections among your prospects and customers:

  • Create online forums or user groups

  • Host regular webinars or virtual meetups

  • Facilitate peer-to-peer learning and networking opportunities

By following these steps and continuously refining your approach, you'll be well-positioned to create effective demand-generation campaigns that drive results for your SaaS company.

Remember, the key to success lies in understanding your audience, collaborating across teams, personalizing your approach, and remaining adaptable in your strategy.